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By the Numbers: Sliding Prices

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David Brown warns of falling average sale prices in U.S. jewelry stores.

 

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[h3]Sliding Prices[/h3]

[dropcap cap=T]he average sale at your typical U.S. jeweler seems to be locked in terminal decline, falling from $214 in April 2008 to a new low of $143 as of February this year. What’s most alarming about this drop in the 12-month rolling average is that it shows no real sign of reversing. And with January and February being significantly below the long-term average, it may be poised to drop further. What’s driving this precipitous fall? Our suspicion is that it is because jewelers stopped buying higher priced goods, and sales associates stopped showing them, apparently because they were convinced shoppers didn’t have the money to buy them. [/dropcap]

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If your average sale is sinking, you face a very difficult job in improving your overall sales — the increase in volume would need to be huge. A much better way is to focus on improving average value. Here are five steps to do that:

1. BUY UP: Aim to bring in goods that will retail 30 percent higher than current inventory.
2. MARK UP: Increase your markups.
3. ROUND UP: Hike those unusual prices like $172.50 to the nearest standard price, like $179.
4. SELL UP: Show customers your best goods in any category first.
5. SHUT UP: Rein in those discounts.


David Brown is president of the Edge Retail Academy, an organization devoted to the ongoing measurement and growth of jewelry store performance and profitability. You can contact him at [email protected]

[span class=note]This story is from the May 2010 edition of INSTORE[/span]

If you’d like to contribute your own data and receive a personalized KPI report each month, call (877) 910-3343 or e-mail: [email protected].

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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David Brown

By the Numbers: Sliding Prices

Published

on

David Brown warns of falling average sale prices in U.S. jewelry stores.

 

{loadposition davidbrownheader}

[h3]Sliding Prices[/h3]

Advertisement

[dropcap cap=T]he average sale at your typical U.S. jeweler seems to be locked in terminal decline, falling from $214 in April 2008 to a new low of $143 as of February this year. What’s most alarming about this drop in the 12-month rolling average is that it shows no real sign of reversing. And with January and February being significantly below the long-term average, it may be poised to drop further. What’s driving this precipitous fall? Our suspicion is that it is because jewelers stopped buying higher priced goods, and sales associates stopped showing them, apparently because they were convinced shoppers didn’t have the money to buy them. [/dropcap]

If your average sale is sinking, you face a very difficult job in improving your overall sales — the increase in volume would need to be huge. A much better way is to focus on improving average value. Here are five steps to do that:

1. BUY UP: Aim to bring in goods that will retail 30 percent higher than current inventory.
2. MARK UP: Increase your markups.
3. ROUND UP: Hike those unusual prices like $172.50 to the nearest standard price, like $179.
4. SELL UP: Show customers your best goods in any category first.
5. SHUT UP: Rein in those discounts.


David Brown is president of the Edge Retail Academy, an organization devoted to the ongoing measurement and growth of jewelry store performance and profitability. You can contact him at [email protected]

[span class=note]This story is from the May 2010 edition of INSTORE[/span]

If you’d like to contribute your own data and receive a personalized KPI report each month, call (877) 910-3343 or e-mail: [email protected].

Advertisement

{loadposition xtra-browncolumn}

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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